In Focus
FOOD SERVICES | Staff Reporter, Australia

Why SumoSalad has restructured distribution into servos and airports

CEO Luke Baylis spoke to QSR media about the restructure from traditional outlets to transport hubs.

The business will continue its expansion into grocery, petrol and convenience store locations, while growing its premium format stores – known as Green Label – to cater to growing consumer demands. At the same time, Sumo confirmed that it is in the process of raising up to $3 million in new equity capital to fund its next growth stage.

The chief executive officer and co-founder of Sumo, Luke Baylis, said the restructure process was in line with the strategic direction outlined by the company earlier this year, which is aimed at futureproofing the business by moving its stores away from traditional outlets and into more appropriate, customer-focused locations.

QSR Media: What changes will come about at Sumo with the omni-channel strategy?

Our simple goal is to give access to healthy fresh food to more people wherever they are. By wideing our distribution channels, customers will be able to order online, in stores or buy 'on the go'.

QSR Media: What would you like to tell the investment community about the $3m equity investment the group is seeking?

To transform our channel strategy requires investment in technical infrastructure and capabilities to take the Sumo brand to a whole new level and reach more customers.

QSR Media: How does SumoSalad plan to upgrade the company's direct-to-consumers offerings?

By continuing to invest in product innovation, digital ordering, delivery and collection and by collaborating with partners that align with our values and enhance our overall capabilities.

QSR Media: Are you still considering a potential float?

Not at this time, no.

QSR Media: Where are you at with the strategy of hospitals, universities and transport hubs?

We have a presence in a number of airport (Sydney, Melbourne) and other transport hubs (Caltex) and will continue to expand in this area as customers really value having access to healthy, fresh, great tasting food on the go. 

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